Purpose The purpose of this paper is to investigate the multidimensional concept of mobile banking service quality (security/privacy, practicity, design/aesthetics, enjoyment and sociality) and the impact of the latter on the quality of the relationship (commitment, trust and satisfaction) between consumers and their primary financial institution. Design/methodology/approach An online survey was conducted using a sample of 375 respondents, all owners of a mobile device and all accustomed to conducting banking activities on mobile platforms. Results were analyzed using structural modeling techniques (EQS 6.1). Findings Findings confirm that trust significantly and positively impacts commitment/satisfaction. Mobile banking service quality dimensions also influence trust and commitment/satisfaction. Trust is associated with security/privacy and practicity (regarded as utilitarian factors), while commitment/satisfaction is driven by enjoyment and sociality (dimensions more hedonic by nature). No link is found between interface design and either trust or commitment/satisfaction. Originality/value This study contributes to bank marketing theory since it is the first to demonstrate how key mobile banking service quality dimensions drive customer perceptions of relationship quality. In doing so, this research extends beyond mobile adoption (short term) by addressing customer engagement with financial institutions and issues relating to relationship quality (long term). Regarding managerial implications, findings signal to marketers in the financial services industry the importance of not underestimating the power of hedonic factors (sociality and enjoyment) when developing mobile platforms. These dimensions are often overlooked in the banking industry, a sector in which consumers are believed to be mostly driven by utilitarian motives.

Purpose This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps). Design/methodology/approach An online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed. Findings The results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM. Practical implications To promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features. Originality/value This is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.

Consumers sometimes describe their experience of interacting with artificial intelligence‐based human‐like chatbots as creepy. This study investigates the antecedents of creepiness (i.e., the chatbot's usability, privacy concerns, and user variables such as technology anxiety and the need for human interaction) and its impact on consumer loyalty. Grounded in the technology paradox, it deepens the understanding of creepiness in light of the theoretical underpinnings of the privacy paradox and privacy cynicism. Presented with the task of obtaining a car insurance quote, 430 consumers participated in a simulation involving interaction with a chatbot, followed by a questionnaire. The findings show that creepiness decreases loyalty and indirectly impacts it through trust and negative emotions. While usability reduces perceptions of creepiness, privacy concerns raised by the interaction with the chatbot increase creepiness, which is positively associated with consumer traits (i.e., technology anxiety and need for human interaction). The main contribution of the research lies in its focus on creepiness, a concept under‐researched in the marketing literature, and which can be seen from the perspective of a coping mechanism for consumers’ privacy concerns. This paper provides practical implications to orient managers in the design and implementation of chatbots, as a promising touch point to build customer loyalty.

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Nous présentons un modèle générique d'assistance aux acteurs du téléapprentissage. Le modèle permet de décrire des systèmes d'assistance pour tout système informatisé distribué ou non, quel que soit le domaine de connaissances et quel que soit l'acteur du téléapprentissage (apprenant, concepteur, formateur-tuteur, etc.) qui utilise l'assistance. Le système d'assistance peut aider ces usagers en leur offrant des conseils et en adaptant l'interface en fonction de leurs caractéristiques propres ou de celles de leur groupe de travail, de leur progression dans la tâche, de leurs interactions et de l'historique de l'assistance déjà offerte. Le modèle générique identifie les diverses composantes d'un tel système d'assistance (mode d'accès à l'assistance, objets, buts et thèmes d'assistance, conditions et actions d'assistance, etc.). Un exemple de l'application de ce modèle générique est présenté pour l'assistance à l'acteur concepteur dans un campus virtuel, et plus spécifiquement aux usagers de l'atelier distribué d'ingénierie pédagogique ADISA.